Normativeness is attached to equivalence between fittest and ontologically best. At any rate, we think we're better than cockroaches, so whatever makes humans

Normativeness is attached to equivalence between fittest and ontologically best. At any rate, we think we're better than cockroaches, so whatever makes humans better than cockroaches makes one individual better than another individual. There doesn't have to be anything objective about this moral view. It is the logic of the subjective preferences of sentient evolved creatures.